Samsung wants to spoil its customers for choice

NEW DELHI: Korean major Samsung is taking another step in a bid to reclaim its lost crown from its Chinese rival Xiaomi by planning a multi-channel focused handset series, which is expected to contribute $4 billion (over Rs 28,000 crore) in sales by the end of 2019.

“We are now creating a whole portfolio for the A series, which we will be launching from March. Till June, we will launch phones every month,” Ranjiv Singh, senior vice president, mobile marketing, Samsung India, told ET.

Samsung’s new A series of smartphones will be targeted at ‘millennials’, and will see launches of multiple smartphones priced between Rs 10,000 and Rs 50,000, which will be available across offline channels and all major online platforms, including its own ecommerce site, helping the company drive volumes. The multi-channel series launch by Samsung follows the recent tightening of the FDI policy in ecommerce that kicked in on February 1, which backs a varied retail channel approach.